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A comprehensive multi-country study of country-of-origin effects using actual product ownerships

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Abstract

A methodology from the international trade literature is adapted to study country-of-origin (COO) effects. The resulting measures offer improvements over those used in the marketing literature by using actual household consumption data that is widely available. The measures capture consumer cosmopolitanism vs. ethnocentrism in each country, and nostalgia vs. animosity between country pairs. Research questions addressed include how cultural, linguistic, geographic, and historical factors impact COO effects. The results confirm several earlier findings from the literature and advance it as follows: Consumers exhibit more animosity toward countries that are culturally distant; do not speak the same languages; historically less connected; geographically close; and less developed, but also toward regional powers, and toward the US. Additionally, ethnocentric countries tend to be large; individualistic, feminine, risk averse, short-term oriented with high power distance and less prone to indulgence; with a high percentage of English speakers; and central in alliances.

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  1. School of Management, University of Michigan-Flint, 303 E. Kearsley, Flint, MI, 48503, USA

    Yener Kandogan

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Kandogan, Y. A comprehensive multi-country study of country-of-origin effects using actual product ownerships. J Market Anal (2023). https://doi.org/10.1057/s41270-023-00215-9

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